10 Ways the Horticulture Industry Can Turn COVID-19 Challenges Into Drivers for Change
July 6, 2020 
The closing session of the United Fresh Live virtual conference in June brought together industry leaders from across the fresh produce market for a deep discussion on how the food supply chain, of which greenhouse vegetable growers play a key role, has responded to the coronavirus pandemic in a collaborative way.
It was a fitting conclusion to the first-ever digital gathering of what is normally an engaging in-person event. According to United Fresh Produce Association President Tom Stenzel, around 12,500 people registered for the event, and during peak hours, more than 7,000 people were online at the same time.
“This all proved a new way to connect, and helped everyone meet new people and forge new relationships.”
The closing session features thoughts from the leadership teams of several industry organizations, discussing how COVID-19 affected their markets and how they were able to help companies in those markets not just survive, but emerge with a new path forward. Here are 10 take-home messages from these individuals.
- “Connectiveness on our farm with employees was critical,” said Ryan Talley of Talley Farms in California and Chair of Western Growers. “Education was also important, as there was a lot of fear and unknown factors. We wanted to share information with our employees, and set up safety measures quickly.”
- Cathy Burns, Chief Executive Officer of the Produce Marketing Association (PMA), says when her organization went virtual almost overnight, the first priority was addressing the concerns of a widely diverse membership.
“We focused on identifying challenges and developing solutions that could help both individual operations and the industry as a whole,” Burns said. - Joe Don Zetzsche, Chairman of PMA and Floral Director of retailer HEB, says his main challenge was trying to balance consumer needs with his grower customer base.
“The floral industry was massively impacted, and as a retailer, we had to address how we could be essential with both food and floral,” Zetzsche said. “It was great to see the industry come together in ways we have not done so in the past. It actually helped us move beyond just being essential.” - Davis Yung, Chairman of the Canadian Produce Marketing Association (CPMA) and President of Fresh Direct Produce in Vancouver, BC, said the impact of COVID-19 has varies greatly based on sector, location, market, etc.
“Growers who rely on export have faced a very challenging time, compared to those who are regionally focused,” Yung said. “We wanted to listen to all of the challenges we were hearing, since we were not all affected equally.” - One of the biggest challenges of COVID-19 is that it highlighted the industry’s vulnerability to labor problems, according to Dave Puglia, President and CEO of Western Growers.
“We’ve done what we can to protect our workforce, but they remain in close quarters with each other, whether it’s in the greenhouse and at home,” Puglia said. “It’s hard to immediately change this, but our Center for Innovation and Technology is focused on continued development of automation, and we are optimistic that we can learn from this.” - The disruptions in some food channels have forced many producers to get creative, says Ron Lemaire, President of CPMA.
“For example, a lot of consumers have taken up cooking or are looking for food that makes them healthier,” Lemaire says. “While foodservice may have a long road to recovery, growers have been creative about finding new channels.” - “We have a great chance to drive consumption,” Burns noted during the discussion. “We know what the consumer wants, and one of those things is a product that strengthens their immune system. It is our industry’s time to take our rightful place on the dinner plate, and it takes a flavorful. consistent quality product to do that.”
- Burns also noted that collaboration across the supply chain is critical.
“Watching people work across the supply chain with transparency to find solutions and strategies for innovation makes me optimistic,” Burns said. - Yung reminded industry members that while it’s unlikely we will completely go back to where we were before, the changes that place throughout the industry are designed to help everyone.
“There are a lot of resources now available, and a chance to engage with your peers,” Yung says. “It’s up to you to take advantage of these resources.” - Yung offered perhaps the best takeaway when he said that every crisis brings a catalyst for change.
“We’ve seen a positive shift in terms of collaborating,” he said. “Engagement from our members has shifted in focus from addressing problems to how can we create a better future and help each other. This unified voice as an industry is critical.”
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